Issue link: https://read.dmtmag.com/i/63248
MANAGEMENT UNCORKING PR Label Logic Information on bottles builds relationships with customers Paul Wagner formed Balzac Communica- tions & Marketing and is an instructor for Napa Valley College's Viticulture and Enol- ogy Department. hen it comes to designing a label, most people spend a lot of time and money thinking about the image the label presents to the market. They focus on such ques- tions as: Does it capture our brand mes- sage? Does it stand out on the shelf? Does it reassure the con- sumer about quality and value? This is perfectly appropriate, since your label is one of the two most important interfaces between your brand and the public. (The other is your tasting room staff.) But if those are the only ques- tions you ask about label design, you are probably missing the boat. You are certainly missing a major opportunity. If you are a smaller winery, most of your marketing will have to be relationship marketing. You don't have the sales volume or revenue to justify a massive advertising or promotional campaign. And if you are really serious about relationship marketing, you need to look at your label again – because it's not just the image of your brand, it's also an invitation to the consumer to meet you, to get know you, and to join your brand family. Does your label do that? Does it tell your story in a way that makes people want to get to know you, and to know more about you? Does it make it easy for them to contact you, see you, and meet the rest of your family? And why would peo- ple want to meet you? Are you fun and interesting? Or are you stuffy and full of pretentious attitudes about your wines? WWW.VWM-ONLINE.COM DON'T DITCH THE 800 NUMBER Yes, I am old enough to remem- ber the days before the Internet. Heck, I remember the days before color TV! And in those days, every company had a simple solution for interfacing with its customers: the toll-free 800 number. It's still a good idea to include one on your label. I know that cell-phone plans have unlimited minutes and all, yet a toll-free number simply says that you are open for business. It's like a welcome mat in that it lets peo- ple know that you hope they'll call. win are the ones that make it easi- est for the consumer. Printing the phone number on your label isn't enough. You also have to answer the phone when it rings, and you have to make sure that you and your staff are trained to do it well. My company was once contact- ed by a firm that was concerned because its marketing efforts were no longer working. I asked if fewer people were calling the company, and if callers were less likely to buy. Company representatives couldn't answer the question. They had disconnected their toll-free line because too many customers were calling it! The calls were keeping them from doing their "real" work of making wine! I think the best place to put this phone number is on the cork, so that restaurant customers can take it home – unless, of course, you are as clever as Frog's Leap Winery in Napa Valley, whose corks have long been branded with the word "Rib- bit." Try forgetting that. SHORT COURSE It may seem old fashioned in the age of e-mail, but an 800 number on your cork or wine label lets consumers know you're ready to take their calls. Photo: Thinkstock If you decide against a toll-free number, remember that your com- petitors have them, and that you will suffer in comparison. In rela- tionship marketing, the brands that Give customers several ways to contact you, starting with your label. Your toll-free number, e-mail, website address and QR code are vital label components. Respond to customer contact with speed and personality. Quality of communication is as important as quality in the bottle. MAY - JUNE 2012 VINEYARD & WINERY MANAGEMENT 17 PAUL WAGNER